Uncle Desi Food & Sons, Hong Kong’s favorite digital Indian restaurant. Serving up the subcontinent’s most beloved dishes delivered straight to your door.
BRANDING
Uncle Desi Food & Sons is a digital Indian restaurant in Hong Kong that wants to capture the effervescence of Bollywood movies and Indian trucks in their branding. Inspired by the colorful and vibrant freight trucks that travel across India, I set out to create a visual identity that would infuse the brand with energy and personality. Using bold colors, unique typography and a hint of machismo, we created an experience that puts you on the open road with miles of Indian flavor to explore.
I started by designing custom typography that looks handwritten, reminiscent of the hand-painted signage seen on the sides of Indian trucks. The typography is bold and playful, creating a sense of warmth and friendliness that reflects the brand's ethos.
To bring the brand to life, I used vibrant colors and playful patterns in the packaging design.
For the photography style, we drew inspiration from the last surviving photo studios in the Indian district of Singapore. These studios create fantastical backgrounds and encourage cheeky poses to create whimsical portraits. Our team used this style to capture the playful spirit of the brand, featuring quirky setups and fun poses.
The result is a brand that bursts with color and personality, inviting customers to experience the joy and vibrancy of Indian culture. From the custom typography to the playful photography, every element of the brand reflects Uncle Desi Food & Sons' commitment to creating a unique and memorable experience for their customers.
